Interactive tool
A perceptual map compares how a particular audience sees competing brands on two attributes. Start a free chart here, explain where each brand score came from, and download the result. No customer responses yet? Mark the map as a hypothesis, not a finding.
Workspace
Name the audience first. Choose two attributes that change a buying decision, then plot each brand on the same 0–100 scale.
Example A–C and their scores are fictional. Replace them with your own ratings, and name the people or method behind each position.
Exploratory hypothesis — not a customer study. This editor charts your input; it does not survey consumers or verify the ratings.
Scroll the chart horizontally on a phone. Labels are shortened for readability; the CSV keeps complete method notes and dates.
Use the same 0–100 scale for every brand. “Customer ratings” means you supplied ratings; this site does not verify them.
Up to 20 brands. The draft stays in this browser when local storage is available. Do not enter personal respondent details.
Method
Define the target audience and clear low/high endpoints for each perceived attribute.
Enter each brand’s X and Y score, whether it is a customer rating or a hypothesis, and the source, sample size and date when known.
Export the draft, then ask buyers whether the attributes and placements match how they actually compare options.
The fictional starter compares snack brands by perceived healthiness and convenience. Replace every example score with your own evidence.
Make the first draft useful
A first-time buyer and a longtime customer may judge the same offer differently. Name the target audience above the chart. The two axes should represent attributes that matter to that group’s choice, not just words that make a neat picture.
OpenStax: Product positioningEnter the respondent count and method beside any customer rating. AAPOR recommends disclosing the population, sample, recruitment, mode and question wording behind survey results. A hand-entered chart is not a representative study by itself.
AAPOR: Survey research best practicesMarketing researchers normally study a sample rather than everyone in a market. Who was included and how they were selected limits the conclusion you can draw from a position on the map.
OpenStax: Marketing research planSmall wording and order changes can shift survey answers. Use the same attribute question and scale across brands; otherwise nearby or distant dots may reflect the questionnaire instead of a real difference.
Pew Research Center: Writing survey questionsWell-known brands can attract more responses simply because more people recognize them. This simple two-score chart does not correct for that effect. Nearby marks or a blank quadrant are prompts for research, not proof of substitution or unmet demand.
Qualtrics: Brand imagery reportingChoose by the question
| Map type | Choose it when… | Method |
|---|---|---|
| Perceptual map | You want to compare how buyers perceive competing products. | Perceptual method |
| Strategic group map | You want to compare firms’ ways of competing within an industry. | Strategic group map maker |
| Blank perceptual template | You need an empty layout before entering any scores. | Perceptual map template |
Common question
Not to explore a hypothesis. You do need audience evidence before claiming the dots represent customers. The manual editor keeps a browser-local draft when storage is available and exports exactly the entered values.
Keep exploring
Create a strategic group map in your browser. Define an industry and two strategic dimensions, add firms and evidence notes, then download an SVG draft.
Download a blank perceptual map as SVG or CSV. Label two buyer-relevant attributes, then add evidence-backed brand positions in the free editor.
Compare products on two meaningful dimensions and identify positions worth validating.